Awareness
Before people act, they have to know you matter.
Awareness puts your mission in front of the people you need to reach, from prospective donors and members to volunteers, recruits and participants, and gives them a reason to pay attention.
Sometimes the conversion problem starts much earlier.
Organizations often come to us because acquisition has flattened, an event isn’t filling, applications are down or a campaign isn’t producing the response it once did.
Often the cause comes earlier: too few of the right people know the organization, understand what it does or have seen it often enough to act.
Awareness programs build that audience before the ask, creating familiarity, relevance and repeated exposure among the people most likely to become donors, members, attendees or participants.
Find the right audience. Then make sure they see you.
Effective awareness reaches the people who matter to your mission often enough, and with a strong enough message, that they come to know you.
It starts with audience strategy. We identify who you need to reach, where they can be found and what is most likely to get their attention, then combine digital advertising, direct mail, email and other channels to build that exposure deliberately.
Through Digital Reach 360, digital campaigns can run across paid search, social, display, programmatic, connected TV, YouTube and retargeting, all managed as one audience strategy.
Awareness should lead somewhere.
A strong awareness program builds the audience your other programs depend on: a larger pool of prospective donors, new visitors for an institution or venue, more ticket buyers and recruits, and more website traffic from people who are relevant to your organization.
Because those efforts are connected, the audience you build carries into acquisition, cultivation, recruitment and conversion programs.
Measure more than impressions.
Reach and frequency are the starting point. We also look at whether the intended audience is being reached and what happens next: website engagement, response, conversion and other behavior relevant to the campaign.
That shows whether greater awareness is moving more of the right people toward action.
- Reached
Is the intended audience being reached, at a frequency that builds familiarity?
- Engaged
Website engagement and response from people who are relevant to the organization.
- Acted
Conversion and the actions the campaign is meant to drive.
Tell us who you need to reach.
We'll help you pinpoint whether the challenge is awareness, conversion or both, and how to move people from one to the other.